While the company has just one Best Buy-branded store in China, it also owns a majority stake in 151 Jiangsu Five Star outlets. A creative review started recently, aimed at building Best Buy and Five Star’s brand presence. It is believed that McCann Erickson, Euro RSCG, Saatchi & Saatchi and WE Marketing, which already handles projects for Five Star, are involved.
Meanwhile, Best Buy has also handed public relations duties to Text 100 and has selected MEC for media planning and buying, following a pitch involving PHD and Zenithmedia.
The company is hoping to raise awareness of its corporate reputation, and confirmed that social media will form a key component of the communications campaigns. Text 100 secured the business following a review that included three other agencies.
According to Ron Chaang (pictured), marketing director of Best Buy, Text 100 pitched against Blue Focus, and East Wei. Text 100 caught our eye because it was able to position Best Buy as a thought leader, Chaang said.
Best Buy’s Shanghai outlet has already become on the company’s top-10 revenue generators, out of the more than 1,300 outlets it operates globally. China chairman Lu Weimin resigned earlier this year, amid reports of dissatisfaction with lacklustre growth. Last year, retail veteran Redmond Yeung was appointed Best Buy Asia COO.
Best Buy builds on China expansion
SHANGHAI - Best Buy has put its mainland marketing communications activity under the spotlight, as the US' biggest electronics retailer pins global growth hopes on its expanding China presence.
